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What Is The Difference Between Marketing and PR?

September 19, 2018

Life Of A Marketing Girl – What Is The Difference Between Marketing and PR?

One of the most common question within the communications industry from graduates and keen PR and marketing Enthusiast. Recently I did an article on Pepper Your Talk about the key difference between Marketing and Pr. I thought it is only right that I share this to the Life Of A Marketing Girl Community that continues to push for information and insight to further their careers.  Check it out and I hope it helps you!

What is PR?

The correct term for PR is Public Relations, which is all about reputation – the result of what you do, say and what others say about you. Simply put, PR is about managing a reputation.

Marketing and PR

A fundamental element of PR is brand representation in the media. For example, a brand will host a press day for a new collection with a few desired objectives in mind. Top-tier journalists will be invited with the hopes of them writing a review or story about the pieces. Stylists will be invited in the hopes of them featuring the items in upcoming shoots. Bloggers will be invited, to either select the items they’ll be gifted or to create content from the day and share it with their audience.

In doing so, they are maximising the reach of the brand by building relationships with the right people. Overall, all PR activities should maintain or raise the reputation of the brand to potential customers, which in turn translates into sales.

What is Marketing?

Marketing and PR

According to Kotler and Armstrong (Principles of Marketing, 2013) Marketing is ‘the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.’ As a marketer myself, I believe this speaks to what marketing truly is. Not only does a customer buy into the item but they buy into the brand; whether that be the style of the products or the lifestyle promoted around the clothes.

A marketer’s job is to come up with creative activations to promote the brand, item, collection or a special project/collaboration. The use of market research and strategy is a big factor in this because it is only when a business truly understands its customer can it then understand how best to create an impact in that customer’s life.

What is the difference?

The key difference between PR and Marketing is the audience:

PR = Industry relationships

Marketing = Customers

PR is to building favourable relationships with the media, press and influencers (these are the people that drive influence and communicate the brand perceptions to customers). Occasionally, this also extends to investors and suppliers. Whilst marketing is about promoting a brand or product through various creative approaches (advertising, digital marketing, social media etc.) to the customer.

The processes and strategies used to achieve these objectives are very different. Both areas run campaigns whether it’s by using influencers to promote a new fashion collection or traditionally using models and running a campaign shoot that we end up seeing in our favourite magazines. Marketing success is measured by campaign sales and ROI (return on investment). Whereas a successful PR campaign is measured by securing and maintaining successful relationships with key stakeholders in the industry that can then share great press coverage of your brand, product or collection.

What are some roles within a PR team?

Depending on the scale of the business (small or large) the team with have:

– PR Assistant

– PR Coordinator

– PR Manager

– Influencer Manager

– Head of PR

– PR Director (who reports into the Chief Marketing Officer or Executive Leadership Team/Senior Leadership Team)

In an agency environment, the roles are as follows (depending on the scale of the business small or large):

– Account Assistant

– Account Executive

– Senior Account Executive

– Account Manager

– Senior Account Manager

– Account Director

What are some roles within a marketing team?

Depending on the scale of the business (small or large) the team with have:

– Marketing Assistant

– Marketing Executive

– Marketing Manager

Social is a big part of Marketing and PR and either social media manager or executive roles can sit in either of the teams depending on the size of the team or business. There is also a strategic side to marketing which consists of creating the campaign angles, the thinking and initiative behind a campaign and why. (These roles vary, are often only on senior levels and can be within these remits:

– Strategic Manager

– Brand Manager

– Campaign Manager

Are PR skills transferable to Marketing roles (vice versa)?

Yes, yes, yes! It is so important to have transferable skills. Marketing and PR work hand in hand so having both contribute to the value you can bring to your potential employer.

Which campaigns do you currently love or are personal favourites of yours?

My favourite campaign currently is:

Jigsaw Immigration campaign – Jigsaw launched a campaign in 2017 about celebrating immigration as part of their promotion for its autumn/winter collection. Read more about it here.

Nike Middle East sportswear campaign – Nike launched a culturally rich, empowering campaign that pays homage to Middle Eastern athletes and explores the challenges young Arab women aspiring to a professional sporting career may face. Read more about it here.

Campaigns mean more when there is an authentic reflection of people, life and culture involved.  

Where do you see the future of Marketing and PR going?

I think the future is in digital innovation and with fashion companies being more reactive to customers real needs and not want the company wants it to be. Brands will have have to stay close to their loyal consumers as well as potential new customers and study what their aspirations are, as well as lifestyle escapism habits.

Marketing and PR

Olivia Gold x

Life Of A Marketing Girl

How Did Olivia Gold Get Started In Marketing? Part One…

July 15, 2018

The Beginning

Launching Life Of A Marketing was a personal desire as well as a professional need. It all started with my experience of wanting to get into marketing and facing many obstacles along the way. The community and platform has received amazing feedback which has been so overwhelming and unexpected. I think it’s only right to share my journey to give insight and understanding on how I got to where I am ( I still have a long way to go) and be an example that perseverance is key!

How Did Olivia Get Started In Marketing - Part One

I started my career firstly through education. I went to the University of East London studying  Marketing and Media Communications. I always knew I wanted to get into marketing, specializing in fashion in-particularly since secondary school. It started when I was in my business studies class and really enjoyed learning about the 4 P’s marketing mix which is, product, price, promotion place. I was so intrigued that this was the basic strategy of developing a product and service. With a love for fashion, I started to research if fashion marketing was a career option and when I discovered I could I was sold, I knew that my passion had a career trajectory.

Whilst I was in my second year of University I started to look for internships to take during reading week or during the summer holidays. I didn’t see much marketing internship at all, this was back in 2011 – 2012. I did see quite a lot of PR internships and thought this could be a good avenue to get my foot in the door.

Work Experience

I got my first work experience opportunity at Flipside PR doing one day a week for 3 months. Later on, in the same year, I got a one week experience at Hello Magazine in the marketing department for a week during the run-up to Christmas. I also worked at New Look part time whilst I was at University and asked the PR team if I could intern during the summer, I got a two-week internship during the summer. By the end of University, I had completed all three internships getting my feet wet.

The Interview Struggle

I was under the impression that having these three internships would help me secure a job once I graduated. That was not the case. I went on endless interviews and I was not getting anywhere. For a year and a half, it was constant rejection even with all the internship experience I had gained. I have been in the reception and the potential employer walked straight passed me, assuming I was not an ‘Olivia’. I have been in an interview room and been questioned about my experienced as if it was not believable. You name it, I have experienced it.

That was a very tough time, trying and receiving constant rejection. But after a long stint of perseverance and various more interviews I finally got my first job in marketing working for a small beauty company. I was so grateful that I even got a yes, after 20+ interviews (which were with some of the biggest names in fashion and media).

I think the beginning of sharing my journey is SO IMPORTANT because I speak to a lot of budding young women who want to get into marketing but are struggling. I can truly understand because that was me. I did not have a ‘connect’ a ‘bring in’. I didn’t know anyone, all I had was my CV and the skills I have picked up along the way and was just persistent to get an opportunity.

Stay focused. Persistent and most importantly DO NOT GIVE UP

 

Part Two Pending…..

Life Of A Marketing Girl

Life Of A Marketing Girl – First Live Series

May 8, 2018

We did it! Life Of A Marketing Girl – First Live Series!!!

Since launching Life Of A Marketing Girl, at the beginning of 2017. My initial intention was to share, educate and give back what I didn’t get when I realised I wanted to get into marketing. It is an isolated industry and it does seem hard to get into and just break through. I wanted to try and change that.

From my personal and professional journey, I saw that there was no other community talking to specifically entry level marketers. The industry today is expanding especially with the breakthrough of social media, so I know that it can feel daunting to find your way and progress with your marketing career. 

I used 2017 to establish the Life Of A Marketing Girl community, content, marketing reviews and analysis, as well as interviews. With such amazing feedback and so many messages and DM’s via Instagram about getting into marketing, I knew that I had to do more than post on the blog. I wanted to meet you all and bring this community to life. 

Life Of A Marketing Girl

The Event

Life Of A Marketing Girl Live Series – How To Ace Your Marketing Interview (Navigating Through The Process)

Our first event, we did it! It was really important to use this moment and discuss marketing and the key steps it takes to bag the job. Not in an idealistic way, but the fundamental steps you need to prepare yourself to step into your marketing career. We were blessed with amazing panellists from fashion, music, entertainment and media which gave a diverse insight into marketing in the various creative industries. 

Frederica Boetang – Fashion Marketing Lecturer and founder of Fashion Education Business

Jessica Roe – Director, Level Theory

Jackie Eyewe – Senior Marketing Manager, Atlantic Records 

Louise Thomas – Director, Break Communications

Life Of A Marketing Girl

Topics

1. Career path – Knowing what you want

2. Interview processes – Self-development

3. Future in Marketing – knowing or not knowing your end goal

Life Of A Marketing Girl

Key Take Outs From The Evening:

  • With marketing it is an industry where you have to deal with people, so bring your best authentic self, along with your skills. Your personable approach will drive your success, from the interview to the boardroom.
  • ALWAYS ask for feedback post an interview. Whether you get the job or not use every interview to refine any improvement areas for yourself!
  • Research and what we mean by that is, not just the company you are going to interview for, but the industry in general. What campaign as of recent do you like? Or not like? Keep up to date but with marketing work that fits your personal interest. That alone shows a unique sense of your point of view for a recruiter to see. 
  • Networking – Yes it is daunting at first, but once you try the first time. after that, it will become apart of you, as you build friendships within the industry along with the perseverance and tenacity to build and connect. And most importantly market yourself!

Life Of A Marketing Girl

Thank you to Soho House for sponsoring us!

Thank you for all the feedback and as requested the next one is on its way 🙂

Olivia Gold x

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Life Of A Marketing Girl

The New Age Store Experience – Zara launch an augmented reality app for in-store shoppers

March 19, 2018

The New Age Store Experience – Zara launch an augmented reality app for in-store shoppers

Coming to a Zara store near you, From April 2018, the Spanish fashion empire Inditex (Zara) will be introducing augmented reality app for in-store shoppers. What does this mean? The new innovative, the function will show models wearing selected Zara looks from its ranges when a mobile phone is held up to a sensor within the store or designated shop windows and customers can click through to buy the clothes. The Business Of Fashion reference states, that the mega fashion house is set to introduce the future thinking experience specifically targeted for younger Zara customers who are in their 20’s and 30’s.

Zara is already renowned for their fast work rate to bring couture and catwalk fashion trends in a matter of days to the high street! I personally could speak for a wide majority of my generation to say that Zara is the go-to for designer-led styles at a high street price point.

 

This is a great innovative development within the fashion industry. As some retail houses are currently struggling to monitor consumers spending power due to financial, social and economic constraints which tighten up the retail market. For Inditex they seem to be nowhere near red and are focusing on following their consumer’s behaviour. Tapping into mindset strategy and using that as a key marketing toolkit and development a new store experience strategy to lure in new and existing customers.

With digital being the future for GenZ and Millennials forefront, Zara is investing in their younger consumers through their new reality display!

The New Age Store Experience - Zara launch an augmented reality app for in-store shoppers

To me, this is a win-win concept. When it comes to brand disruption and not only through an online journey but through in-store experience. Merging two strongest elements within a customers shopping experience. It has been issued that H&M are preparing launch a similar augmented system. But for now, expect to see 120 Zara stores worldwide who will have this within their stores for customers to interact when they visit the store.

It is exciting when brands continue to test new services, it shows the potential that comes with agile and flexible ways of working as a business. Reacting to mindset milestones and implementing activity to engage new consumers. As an avid shopper, it is something to be excited about, as it conquers a lot of practical queries you may come across when shopping. It actually will solve a few when shopping for example;  personal shopping, styling and showing you further diverse options. This is because the system will also enable models to pop up on packages of online purchases delivered to customers, showing alternative outfits.

Innovation is the key, and Inditex is using key mindset insights to tackle and conquer new height which is an exciting concept I the retail fashion industry.

A thumbs up from the Life Of A Marketing Girl team!

Xx

Life Of A Marketing Girl

Imagine a brand is your BFF and designs products especially for you – Welcome to BFF Marketing!

January 22, 2018

Imagine a brand is your BFF and designs products especially for you? – Welcome to BFF Marketing!

Imagine your favourite fashion brand is your best friend, thinks you’re so special and design products especially for you! Well, in a nutshell, this is the core narrative behind the rise of some of the most successful direct-to-consumer womenswear and beauty brands in the marketplace right now.

BFF Marketing

When you’re talking with your girlfriends about what you’re going to wear for a night out and you say ‘trousers and a nice top’ we usually get the memo right? When you receive a text or a message from one of your girls saying ‘its going to be lit’ you already know that you and the girls are in for a good night?

This is exactly what you get from your favourite brands in today’s millennial consumer market. To add content to the above, Missguided has now introduced a “Jeans and ice top” division on their website. Brands such as Nasty Gal and Boohoo directly contact their consumer via e-newsletters with BFF messaging such as “time for the weekend, it’s going to be lit” Engaging in slang lingo to their BFF customer.

Its informal, intimate and makes you feel like they get you and understand your lifestyle. What more compelling relationship could you ask for from a brand?

BFF Marketing

BFF Marketing

To give further insight, Business Of Fashion also gives a great example with Yael Aflalo, the co-founder of Reformation a direct to a consumer brand also shared that;“hyper-growth” was also kick-started with a pithy newsletter in March 2013, says the company’s founder. “We wrote about Coachella and the caption was: ‘It’s not that important but it kinda is.’ All my friends rung me to say how cute it was.” It wasn’t just cute; it was instantly profitable. Sales jumped from $18,000 in February (pre-newsletter) to $175,000 in March.

This emphasises the pulling power & inclusiveness that brands introduce on such a relatable level. It actually gives the customer the power by decreasing any forced sale messaging and introduces a conversation based on how the brand has researched, segmented and understood their consumer.

Another aspect of BFF Marketing is the girl club community that direct to consumer brands have started to build using hashtags.

Nasty Gal #Nastgalsdoitbetter

Miss Guided – #BabesOfMissguided

Asos#Asseenonme

BFF Marketing

Creating a club-like environment for your ‘girl’ and allowing them to influence your product is a vital part of BFF marketing. It’s not only for bloggers but for all girls who love the product and want to share how they wore it.

BFF marketing is not as easy as it sounds, you have to bear in mind that you still need to scale the brand financially. A ‘cutesy tone of voice and a good colour palette’ will introduce you to your customer on a personal level, however, a core strategy will need to be behind this tone of voice to sustain the relationship and nature their shopping habit, which will result in increased sales.

To conclude we love the concept and strategic route of BFF Marketing! 

Olivia Gold x 

 

Life Of A Marketing Girl

Style and Truth Ethos – Nailed by Jigsaw’s Immigration Campaign

October 23, 2017

Style and Truth Ethos – Nailed by Jigsaw Immigration Campaign

Generally, some may say for a brand to center a campaign around a controversial political issue such as immigration is a big risk. Well, Jigsaw did that boldly and proudly and it worked!

Jigsaw

Jigsaw- Immigration Fall Campaign

Jigsaw recently launched a new campaign built around celebrating immigration as part of their promotion for its autumn/winter collection.

If you are commuting through central London you will have seen major ad campaign posters taking over Oxford Circus tube station in London and The Times website, as well as many print publications such as Stylist magazine, Metro newspaper, The Independent as well as across social and digital activity. The aim is to show how Jigsaw sources materials from across the world while making the point that without diversity its products couldn’t be made! Which is a strong global message to stand for inclusion and diversity 

For this particular brand campaign, Jigsaw teamed up with Ancestry to help aid communicating the message of diversity and inclusion within the fashion industry! Celebrating the fact there are 45 different nationalities working within the Jigsaw business.

Led by agency The Corner, the campaign fits into a wider strategy and business ethos to stand for something other than just its product but the people who are responsible for making the clothes, or where the material is sourced. Jigsaw brand is now letting consumers know that they have a social purpose as part of its ‘Style and Truth’ ethos that was launched back in 2014.

Jigsaw

Jigsaw’s Marketing Director Alex Kelly expanding on the brands campaign idea and shared with Marketing Week that,  looking at the fashion industry and realised no one talks about the benefits of immigration or the debt we all owe to it,”One of our products could have Mongolian wool, Turkish satin, Chinese silk and Italian buttons, so the campaign will celebrate that diversity at a product level but also a broader level too with the DNA tests all our employees are doing. If other fashion brands follow suit then that’s great because there seems to be a lot of fear in this industry around taking a stand.

Jigsaw

Key Learnings

  • Brands should take more responsibility of taking a social stand within society as designers.
  • Explore what your brand vision is and look to include your ethos within your brand and seasonal campaigns. (you are what you say and show you are to your consumers) e.g. Jigsaw’s brand was built on immigration so they told you and showed you!
  • It is a big risk to be outspoken on political views, however, backed up by research and purpose it is a winning formula to captivate and engage your audience. And create a stronger relationship with your customers on a deeper emotional level.
  • Jigsaw is a great example of a brand that is championing for diversity and inclusion. Racism is a constant topic being challenged within all industries today especially fashion. Jigsaw is contributing to the solution by making diversity imperative to their consumer communication strategy!
Olivia Gold – Life Of Marketing Girl! x

 

Life Of A Marketing Girl

Women In Marketing You Need To Know

July 23, 2017

Women In Marketing!!!

3 women I believe that are killing it in within the industry of marketing, branding and communications strategy. Personally, these are women I look up to and connect with. As we develop in our career it is important to have role models to look up to and attain inspiration from, to draw from and push you to keep going when the end goal seems so far away.

In this industry where I believe females get looked past on unless we are in your face and are demanding the room. I think recognition is needed because these ladies are pathing the way for us.

3 #WomenInMarkerting

Stephanie Horton


A personal favourite of mine! Stephanie is really a lady of her word as my mentor she has been instrumental in guiding me within my career personally. You never who you will meet on your flight. Yes, that’s where I first met Stephanie, on route to Miami for Art Basel walking through 1st class boarding I went over and said hi. When I got back to London I emailed her as soon as I landed and that was the beginning of it all. Always be ready because you never know who will meet in your life journey.

Stephanie Horton is a 20-year veteran of luxury fashion and marketing communications and an expert in global strategy! Stephanie has developed and executed creative marketing solutions for both domestic and international brands. Stephanie joined Farfetch from Shopbop in 2013, where she served as Head of Global Communications, oversaw the US and global communications strategy of the brand. Prior to Shopbop, Ms. Horton was Executive Director of Creative Services at Vogue and Director of Marketing at the New York Times.

Now moving into her next venture, she’s an amazing example of a black girl magic that has put a stamp of excellence with everything she has achieved. #MarketingGirlBoss.

Bozoma

July 11, 2016: Apple Music’s Marketing Executive Bozoma Saint John poses for a portrait at Apple Music Headquarters in Culver City, California.

A woman with purpose, power but most importantly passion.

I do not know Bozoma personally but I feel like I know her. Her rise to her current role, as Chief Brand Officer at Uber, is a testimony to hard work, perseverance, and focus. Take a snippet at her resume and why she is a #MarketingGirlBoss.

Bozoma diligently commenced her senior career at Pepsi at Chief Marketing Officer. Leading music festival-based marketing as head of the Music and Entertainment Marketing the division itself came from her suggestion that the company sponsor music festivals and award shows. What a mogul! She remained with the company for almost a decade before joining Beats Music in 2014, when Jimmy Iovine of Beats personally recruited Bozoma based on her experience in music marketing. From Pepsi Bozoma made her way to Apple and became the head of global consumer marketing for iTunes and Apple Music, captivating “passion” and persona from local and online audiences. Which is why you can see why Uber is in need of some Bozoma magic.

This is such a great example of sustaining longevity in a career and the benefits of what you sow in the early years of your career. I am personally not against jumping around different jobs while you find your feet but there is nothing more telling and rewarding than gaining sufficient time and experience.

Amber Pepper

Amber Pepper is someone I came across on Linkedin. As a budding marketer and comms geek, I was desperately was looking for women pioneering within the fashion and lifestyle industry, working for global brands within marketing. I came across Amber and emailed her straight away to introduce myself because that is what I personally do. I instantly was amazed felt connected to her journey as I hope to achieve such a career timeline.

Have you seen a lot more of Coach campaigns, recently? Well, Amber is a huge contribution to why we have. She is the Vice President of Marketing and Communications at Coach. Amber Pepper foresees overall marketing and public relations strategy of Coach’s business in Europe, as well as overseeing Coach’s European communications, digital and celebrity agencies. Previously, Amber was the managing director of Brower Lewis PRCo, at Farfetch as the Chief Marketing Officer and was Head of Marketing and Communications at Harrods.

This motivates me to keep working hard. Most importantly it’s not who you work for, it’s the work that you do that propels you to success! 

Olivia Gold x